the devil came down to tampahsc.usf.edu/nr/rdonlyres/9b1d4fd4-7d3a-407c-8540-4b3a25dc938… ·...

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The Devil Came Down to Tampa

Gerard HastingsUSF Social Marketing

Clearwater BeachJune 2007

ISM Institute for Social Marketing

• Could any men over the age of 53 please stand up

• Could anyone who has a close family member who is male and over the age of 53 please stand up

• Could anyone who has a close friend or neighbour who is male and over the age of 53 please stand up

Male life expectancy in the Calton district of Glasgow is under 54 years

The UK average is 76Iraq is 67Gaza Strip is 70

And such inequalities are being played out across the world…

New Orleans deaths up 47%Post-Katrina surge

as city's lost doctors By Steve Sternberg

USA TODAY

The indigent suffered the brunt of the health toll from the 2005 storm. The Medical Center of Louisiana at New Orleans, two hospitals that made up

the city's safety net for the uninsured, were severely damaged.

Charity Hospital, oldest and best known of the two, remains closed.

Male life expectancy in the Calton district of Glasgow is under 54 years

The UK average is 76Iraq is 67Gaza Strip is 70

And such inequalities are being played out across the world

We in public health, tobacco control, youth work… have to respond to this calamity

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STRUCTURE

1. We need new ideas2. Where can we find them?3. Seven key ideas 4. Does it work?5. Where from here…

STRUCTURE

1. We need new ideas2. Where can we find them?3. Seven key ideas 4. Does it work?5. Where from here…

New Ideas

• Where do we look for best practice?• The public health ‘evidence base’:

experimental designs, Randomised Control Trials and Systematic Reviews?

• These methods are invaluable when devising new drugs and treatments

• Or when developing public policy: smoke-free ordinances; transfat regs or controls on alcohol vending(especially when vested interest is at play)

…when cause and effect is the over-riding issue

But for something as complex as human behaviour?

thrawn; dysfunctional; perverse; rebellious; odd; unpredictable; contrary; unreasonable; peculiar; wilful;

irregular; stubborn; impulsive; erratic; variable; extraordinary; fickle; arbitrary; obstinate; changeable; capricious; cussed; headstrong; erratic; inexplicable;

foolish; bizarre; strange; implausible..….

• If the traditional evidence base isn’t helping, where else do we look for best practice?

• Who has managed to reach and influence the folk in the Calton?

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If your life doesn’t have much in the way of excitement or hope, these are likely to be particularly evocative

These are the people who have influenced their key health behaviours:

• their smoking

• their drinking

• their diet

And they are successful

A Cochrane Collaboration review stated:

“… we conclude that tobacco advertising and promotion increases the likelihood that

adolescents will start to smoke.”Lovato et al, 2004

Tobacco promotion

A WHO review on food promotion concluded:“promotional activity is

having an effect on children… effects are

significant, independent of other influences and operate at both brand and category level.”

(Hastings et al, WHO, 2007)

Food promotion

A review in 2005 concluded:“Consumer studies … do suggest that there is a

link between advertising and young people’s drinking knowledge, attitudes and behaviour.

(Hastings et al 2005)

Not least thanks to three excellent US studies funded by the NIAAA

(Stacey et a 2004, Ellickson et al 2005, Snyder et al 2005)

This has been confirmed by a recent systematic review in the UK (Foxcroft 2007)

Alcohol promotionSo we know advertising from these industries succeeds

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So we know advertising from the industries succeeds

But there is much more to their success than advertising:

• place (eg 60k tobacco outlets in UK)

• POP and pricing strategies (slotting fees to coupons)

• product design

New Products Launched on the UK Alcohol Market in the Last Decade

it’s about marketing

and there are lessons we can learn

STRUCTURE

1. We need new ideas2. Where can we find them?3. Seven key ideas4. Does it work?5. Where from here…

Two case studies

1. The pharmaceutical industry – The UK Health Select Committee

enquiry into marketing practices

The result was 26 boxes of:

- Client Agency Contact Reports

- Client Briefs

- Creative Briefs

- Media Briefs

- Media Schedules

- Advertising Budgets

- Market res reports

- Links to other comms

- Links to marketing strat

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Two case studies



– Provided great insights into their approach to behaviour change

Two case studies



– Provided great insights into their approach to behaviour change

2. Financial services

The pharmaceutical industry

• For new drugs it is science, rigour and RCTs

• But when it comes to behaviour – in this case purchase and prescribing behaviour by GPs – much more flexible approaches and ideas emerge

‘customer insight of hassle of how difficult the patients will be to

treat’,

‘likelihood of compliance’

‘emotional button of risk’

‘give the customer the confidence to prescribe

brand X for new patients’.

Understanding your customer…

‘unburdened, confident, no more heart sink moments, rebelling and responsible’

‘provide reassurance that a large proportion of doctors are using brand X’

‘decision beyond criticism’

‘give the perception that brand X is a trusted brand’

branding

Product

What it is stripped of all its emotional baggage

What is a brand?

branding

Product

What it is stripped of all its emotional baggage

Brand

What it becomes with all its emotional baggage intact

Constructed by manufacturer

Exists only in the mind of consumers

What is a brand?

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‘energetic’, ‘passionate’, ‘desirable’, ‘sexy’, ‘romantic’,

‘intimate’ ‘relaxed’, ‘effortless’, ‘freedom’ ‘fun’

brand associations

Customer InsightFundamental truths that link our

product to customer needs

PersonalityHow would our customers describe

us as a person / animate object

Features

What are the main physical features of the product?

Physical Benefits

How do the features benefit the customer?

What does it say about the user

Emotional Benefits

How does using the brand make the customer feel

How would others view the users of the brand

RATIONAL

EMOTIONAL

ESSENCE

Figure 4: Brand Portrait

RCTs will tell you nothing about any

of this





Features


Physical Benefits



Emotional Benefits



RATIONAL

EMOTIONAL

ESSENCE


But it’s a vital part of changing

behaviour





Features


Physical Benefits



Emotional Benefits



RATIONAL

EMOTIONAL

ESSENCE


Even, as here, with the prescribing

behaviour of GPs

seven key ideas

1)Rethink our use of research

Research

• Yes the RCT has its role to play. But on its own it is clunking steam hammer that lacks sensitivity and flattens innovation

• Its like trying to run your love life using a psychology text book It might provide some useful insights, but I wouldn’t take it along with you on the first date

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Navigational Research

• Research is our compass• We should use it like the mountaineer, to

guide us towards our aim• Every source of information we can get -

ethnography, tob industry documents, surveys, expert advice, experience from the field – and allied fields – can help

• And Mount McKinley demands a different approach from Stone Mountain

Navigational Research

• Research is so much more than a way of sharpening tools and calibrating success and failure

• It is a means of getting to know and understand our customers better

• The tobacco industry has done it brilliantly for years. Pharma does the same.

• So can we

seven key ideas

1)Navigational research2)Consumer orientation is crucial

Consumer orientation

EmpathyBehaviour can be exceedingly difficult to changeThe difficulties only really become apparent when we address the particular problem behaviour from the perspective of those who have to do the changing, that is, from the consumer’s perspectiveOnly when we appreciate these difficulties can we begin to find a solution

seven key ideas1)Navigational research2)Consumer orientation is crucial3)Emotion matters

“for many people reasoned argument is not the final arbiter of how they choose to live their lives. They are swayed by feelings, moved by loyalties, willing to set logic aside for the sake of psychic comfort”. (Bakewell 2006)

brands play to this needthey take time to build

seven key ideas

1)Navigational research2)Consumer orientation is crucial3)Emotion matters

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Two case studies

Two case studies:

1. The pharmaceutical industry – The Health Select Committee enquiry

into marketing practices


Two case studiesTwo case studies:1. The pharmaceutical industry

– The Health Select Committee enquiry into marketing practices


– But can marketing really address the health divide?

– The National Institute for Clinical Excellence asked us to look into it

– Marketing financial services to low income communities

• Three institutions, two continents:– Standard Bank of South Africa

– Old Mutual insurance South Africa

– International Bank of Chicago

• All have made a success out of reaching the poor – and provide three more lessons for us

Low income communities

a. Customised service: “products and distribution systems designed for affluent consumers don’t

work with poor people”


a. Customised service: “products and distribution systems designed for affluent consumers don’t

work with poor people”Requires targeting and segmentation:- One size won’t fit all- Low income groups need targeting if ‘health divide’ is to be reduced


a. Segmentation and targetingb. Long-term: “trust and relationships..”

“builds future value…” “affinity groups”

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Relationship Marketing

Satisfied customers sell your product for you

Complaints are an opportunity to get to know your customers

Loyalty schemes, customer service, lifetime value

Got to do things with, not to, them

To build and maintain relationships


a. Customised serviceb. Long-term: “trust and relationships..”

“builds future value…” “affinity groups”c. Employ local people, use local

buildings, understand the culture


a. Customised serviceb. Long-term: “trust and relationships..”

“builds future value…” “affinity groups”c. Employ local people, use local

buildings, understand the culture“establish and nurture relationships with local community organisations, citizens

groups and neighbourhood associations”The social context matters

seven key lessons

1) Navigational research2) Consumer orientation is crucial3) Emotion matters4) Segmentation and targeting5) Long term vision needed6) Context matters

seven key lessons

1) Navigational research2) Consumer orientation is crucial3) Emotion matters4) Segmentation and targeting5) Long term vision needed6) Context matters

and one last one…

seven key lessons

1) Navigational research2) Consumer orientation is crucial3) Emotion matters4) Segmentation and targeting5) Long term vision needed6) Context matters7) Tackle the competition

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There are many reasons why so many people continue to smoke, drink and eat unhealthilyAge, gender, family circumstances, peers, price, accessibility have all been implicatedBut its also because tobacco, alcohol and food industries put so much marketing effort into encouraging them so to do

Tackle the competition Social Marketing

“social marketing is concerned with the application of marketing knowledge,

concepts, and techniques to enhance social as well as economic ends. It is

also concerned with the analysis of the social consequences of marketing policies, decisions and activities”

(Lazer and Kelly 1973)

These ideas, this definition come together in strategic planning

Strategic plananalyse context

(including the competition)

Formulating the offer- low income smoker needs

- appealing - acceptable- available - affordable

set strategic aims; and shorter term objectives

Research

Navigational

segment and targetdevelop empathy

STRUCTURE

1. We need new ideas

2. Where can we find them?

3. Seven key ideas

4. Does it work?

5. Where from here…

Does social marketing work?

1. Tobacco, food, alcohol marketing have all been shown to have an effect


1. Tobacco, food, alcohol marketing2. Systematic review has shown

effectiveness for nutrition

Gordon R, McDermott L, Stead M, Angus K (2006) The effectiveness of social marketing interventions for health improvement: What’s the evidence? Public Health, Elsevier

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effectiveness for nutrition, substance misuse




effectiveness for nutrition, substance misuse and exercisesocial marketing



so, yes, it works

STRUCTURE

1. We need new ideas

2. Where can we find them?

3. Seven key ideas

4. Does it work?

5. Where from here…

Where from here?

The situation in Calton tells usHurricane Katrina tells us

- we need new ideas- we need big ideas

Social marketing presents useful ones: navigational research; consumer orientation; branding; segmentation & targeting; long term vision; context matters; tackle the competition; strategic planning

Where from here?

The situation in Calton tells usHurricane Katrina tells us

- we need new ideas- we need big ideas

But most of all they scream out for action

We know enough about what works; let’s just get on and do it

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Where from here?

Smoke free Scotland

Jack McConnell and Michael Martin met

Famously Jack asked Martin if he had his time over would he do anything differently

Martin replied:

“Yes. I’d have done more sooner”

Where from here?

For the sake of the men of the Calton and the poor of New

Orleans, ladies and gentlemen, we too should do more, sooner

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